From its humble roots as the brainchild of one Brisbane cafe owner back in 2015, FEED MUSIC will launch nationally at next week's BIGSOUND event, giving touring musicians access to free food at participating locations while they're out on the road.
Conceived by Pixie Weyand, the owner of Fortitude Valley's Lost Boys cafe and iconic venue The Zoo, FEED MUSIC aims to "revolutionise the way that bands tour" by "channeling much-needed funds back into their art, putting good food in their tummies and, ultimately, improving mental well-being", she said in a video announcing the launch.
The not-for-profit app and website is looking to partner with hospitality businesses around the country — with an eye on eventual international expansion — to provide touring musicians with a means to alleviate some of the financial stresses of life on the road, and participation couldn't be simpler.
"Artists will sign up online and use their location settings while on tour to pinpoint participating cafes and restaurants," Weyand explains in the video. "It's a two-way street and it's all about mutual support. Artists will simply tag, check-in or rate the cafe or restaurant, sharing the love, helping them to help you.
"It's marketing, but with integrity."
So far, the app's primary partner is Beach Burrito Company, which has restaurants in Bondi, Coogee, Cronulla, Darlinghurst, Dee Why, Jindabyne and Newtown (NSW) as well as Coolangatta, Fortitude Valley and West End (Qld), Civic (ACT), Fitzroy (Vic) and Glenelg (SA).
Weyand told The Music that teaming up with the eatery was "absolutely a dream".
"We want to make it as much about the cafes and restaurants as the artists."
"It's allowed this to kick off FEED MUSIC instantly on a national level," she said. "They have 14 stores across Australia, so it gives the touring artists a few options. We also have one up in Darwin who has jumped on board; announcing that one soon!"
Weyand says that FEED MUSIC is on the lookout for more cafes and restaurants to get involved, a process that will be made easier with the launch of a new website with a custom-built portal allowing interested venues to connect with the app. In the interim, owners can connect with FEED MUSIC through email, phone or Facebook.
"We want to make it as much about the cafes and restaurants as the artists," she explained. "We will create a food trail and profile for the cafes and restaurants online as well!"
In order to sign up, artists will be directed to the forthcoming website portal to create their band profile and personal online ID — "purely for verification purposes", Weyand says, "to help the cafes and restaurants when claiming the food while on tour".
"Any musician can essentially sign up to FM; however, the catch is they need to literally be touring to access the free food, which you have to be verified for," she said.
"There are terms and conditions that need to be understood and, to be honest, FM is based on a whole lot of goodwill and honesty, so we would really bloody hope it's not taken advantage of. I like to wear the rose-coloured glasses and believe people are essentially good."
To help hold up their end of the bargain, artists can utilise the hashtag #FEEDMUSIC, tag in @feedmusic.co on Facebook, or @feedmusic on Instagram, as well as tagging in and cross-promoting the venues in which they're eating.
There are, of course, the usual caveats for both artists and eateries, including a one-account limit per musician or band, a one-time use at a particular venue per tour, venue discretion as to available meals, and a base definition of being "on tour" comprising three or more dates in a row 100 kilometres or more from an artist's home town.
"Music is universal; if you're an artist and you are at the level of touring, you ... deserve some level of support."
FEED MUSIC has grown considerably in scope and ambition since its early days at Lost Boys, a process of "lots of late and sleepless nights thinking about how we could get it to work", Weyand told The Music, as well as "a fair level of persistence and the pure belief that this really is a good thing that needs to happen, a little bit of luck and, now, a whole lot of support and encouragement".
"Without our current partners, FEED MUSIC simply wouldn't be possible right now," she said. "I am feeling pretty grateful."
Encouragingly, the service will not only be open to Australian bands; indeed, international artists who have travelled great distances to entertain local audiences are as deserving of the assistance as anyone, Weyand says.
"Music is universal; if you're an artist and you are at the level of touring, you have most likely worked pretty hard for it and deserve some level of support," she said.
As well as setting her sights beyond Australian borders and looking to expand the number of restaurants and cafes on board, Weyand is rightfully chuffed with the program's potential, telling The Music, "It really does work so beautifully, and the impact is instant and genuine."
"I love that it's currency-free; we are thinking about ways to build on this idea of mutual support and 'help us to help you' concept," Weyand enthused.
"Music is a pretty amazing gift so artists have something special to share. So yeah, in line with that, there are additional elements to the program which we will launch next year, which is super-exciting."
For a full rundown of all the details, head to FEED MUSIC's interim website.
BIGSOUND kicks off in Brisbane from Tuesday 5 September. See the event's website for more details.
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